Xaxis India, 2019

Measuring & Optimizing Towards Increased Footfall


The team was tasked with measuring and increasing the efficacy and efficiency of the client's OOH spend (which accounts for about 20% of the brand's annual media investment).

India recorded 1.1 billion mobile subscribers mid-2018. Considering the high mobile penetration in urban India, we attributed audiences exposed to OOH advertisement to in-store footfalls basis their mobile location data. Considering the cost of OOH media, retargeting OOH exposed audiences on their smartphone helped manage frequency within the brand’s budget.
Audiences exposed to both OOH and mobile inventory recorded 1.98x store footfalls against controlled group of audiences who walked into the stores. Similarly, this integrated campaign approach outperformed local mobile ad engagement benchmarks as well.
Increase in CTR against benchmarks
Increase in store footfalls

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